Motion Direction (Social)
Gold - Entertainment
Shortlist - Integrated
I created and led the motion language for the social and digital assets of Awaken The Phantom - overlooking several media formats.
It came to life across a content ecosystem of 760 creative assets - each one designed to bring the Phantom’s menacing character to life in the most powerful way, based on the environment where a young footballer (our core audience) would experience it.
From YouTube, Instagram, Cinema, Whatsapp, pitches and perimeter boards and even digital OOH in Chicken shops in London, The Phantom haunted our core audience.
Over 760 bespoke assets were created, ranging from product performance vignettes, to teaser content, swipe ups and even a Phantom hotline to help victims affected by the Phantom.
The campaign was launched via Athletes’ Instagram Stories with a leaked Whatsapp phone number - giving a preview of the unreleased film to those who texted the number. Then, on the weekend pro football returned, we went bananas - the campaign launched across social, in Cinema, Out Of Home - everywhere our young footballing teens were.
We created in-feed social trailers driving to view the film, custom content for athletes and influencers to post, and short-form content that extended the action of our anthemic film.
As the season progressed and Phantom boots appeared on pitches to terrify defenders, we evolved our message with OOH driving to an interactive helpline for those who had been “Phantom-ed”.
A selection of assets created for social feeds
A selection of Instagram stories
We created a helpline for all those poor defenders and goalkeepers humiliated on the pitch by players wearing the Nike Phantom VSN boot.
“Overcome your fear of the Phantom today, call 0-0800-PHANTOMS (00800-74268667).”
The campaign delivered global awareness with 1.2B impressions and 310M views across the campaign ecosystem, driving 5.8M visits to the Nike product page where young footballers could interact with the Phantom content and product.
The bespoke content accounting for platform best practices drove record-setting engagement across campaign touchpoints - delivering the highest completion rate ever of a Nike long-form film on YouTube in North America and doubling the brand benchmark for engagement rate of Instagram Stories content.